The story behind the voice
With more than 28 years of experience across the client, advertising agency, and research sides of the business, Edgardo de la Garza helps organizations understand America’s evolving consumer landscape and turn human and cultural insights into actionable business strategies. As a Partner at DLG Research, his expertise includes Cultural Insight Architecture—identifying the shared human truths, cultural nuances, and behavioral patterns that connect diverse consumers—and Operational Fluency, bringing a firsthand understanding of how insights must work within the realities of brands, agencies, and business decision-making.
Edgardo leads qualitative and quantitative research from design through execution, analysis, and storytelling, with experience spanning more than 14 industries. His Full-Cycle Research Leadership combines the curiosity and depth of qualitative exploration with quantitative rigor, while his Future-Focused Methodology blends proven research fundamentals with emerging technologies and AI-driven tools—always keeping human judgment and interpretation at the center.
A graduate of The University of Texas at Austin with a B.S. in Advertising and a specialization in Account Planning, Edgardo brings the strategic mindset of his agency roots to nearly three decades of hands-on research experience. His philosophy is simple: great research doesn’t just explain consumers—it gives organizations the confidence to act.
AI, Market Research, and Advertising Insights Panel
AI is changing how advertisers gather and use consumer insights, but the value still comes down to what teams do with the information. In this panel, market research experts discussed how AI is being used across the research process — from understanding audiences to shaping strategy, testing creative, and informing media decisions.
The conversation looked at where AI can move research faster, where experienced judgment still matters most, and how advertisers, marketers, and creatives can use these tools to make sharper decisions without losing the thinking behind the data.
For anyone responsible for strategy, creative, or campaign performance, this discussion offered a grounded look at what AI-driven research actually means for the work.